Exploring a dynamic framework of innovative capability: a theoretical integration of technological and marketing capabilities

A conceptual framework is presented to address the interaction of innovative capability, marketing capability and technological capability. The proposed framework attempts to examine the role of marketing and technological capabilities in developing innovative capability. While innovation has been linked to market orientation through organisational innovativeness, little is known about learning processes between exploration and exploitation for enhancing innovative capability. This paper suggests four theoretical propositions to: (a) distinguish the difference between tactical and strategic marketing capabilities for enhancing innovative capability; (b) examine technological capability as mediator of marketing capability and innovation capability; (c) explore the processes of exploration and exploitation in enhancing innovative capability; and (d) integrate environmental uncertainty as moderator of innovative capability.